Gucci is one of the most iconic, celebrated, and historic fashion houses in the world, with couture that has defined eras and a decades-long standing as a mainstay in pop culture. However, the legacy brand has entered a bold new era under the artistic direction of Demna Gvasalia, known previously for his iconoclastic tenure at Balenciaga, and for a house he founded, Vetements.
Demna’s recent appointment as Artistic Director of Gucci was major news throughout the fashion world, and in the role, he’s already created several head-turning moments for the brand, like its recent Resort 2027 runway show, which took over Times Square in New York and had Tom Brady, among other celebrities, walk the runway. The latest move from Gucci, however, is especially interesting, as the Italian luxury house will be entering the Formula 1 grid come 2027.
Dubbed “Gucci Racing,” the foray into motorsport comes through Gucci’s Title partnership of the Alpine Formula 1 racing team. Automotive collaboration is no stranger to Gucci, as the brand helped create a rare special edition Cadillac Seville in the late ‘70s and early ‘80s, and also worked with Fiat in the early 2010s on a luxe Gucci variant of the iconic Fiat 500.
During his time with Balenciaga, Demna also launched a collaboration with Lamborghini, including ready-to-wear and a Lamborghini version of one of the house’s iconic handbags. The ‘Gucci Racing Alpine Formula One Team,’ as it will be called from the 2027 season, however, promises to be an even greater effort. It’s the first time a luxury fashion house will be the title partner of a Formula 1 team, and Gucci Racing is set to be a “new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport.”
Set to compete in Gucci colors, the collaboration was announced with a covered F1 race car, and the cover features Gucci’s iconic combination of black and gold, as well as its signature red and green webbing. With over a hundred years of history as a luxury fashion empire, and Alpine’s own decades of motorsport legacy with some of racing’s greatest icons, the new Gucci Racing partnership with Alpine promises to bring even more excitement to the Formula 1 grid come the 2027 season.
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Image Source: Alpine